English Biscuits Manufacturers launches media review

English Biscuits Manufacturers (EBM) has launched a national media review that includes media agency relationships in Pakistan.

This primarily impacts Starcrest Communications, which currently handles EBM's media buying and planning in Pakistan, while Ogilvy and a Grey-affiliate provide creative work.

A representative of EBM confirmed the review to Campaign Asia-Pacific, adding that it was undertaken to ensure the business is receiving the best possible outcomes the market can offer, measured in the form of gross rating points.

Raihan Merchant, chairman of Brainchild Communications, the registered name of Starcom Pakistan, also confirmed the review and the participation of his media agency in it.

TMedia, the media-buying arm of J. Walter Thompson in Pakistan, will not be bidding for the account and was the media agency before Starcrest Communications.

Manhattan International Limited, the registered name of OMD in Pakistan, has also confirmed its participation.

With all three of the largest network agencies participating and pitching for the $ 7.5 million ATL media account, Campaign Asia-Pacific decidedly learned that Spark SMG, the media-buying arm of Blitz Advertising, was not invited to the pitch.

A spokesperson for ZenithOptimedia, the media-buying arm of Adcom Leo Burnett, has not confirmed participation in the pitch.

TMedia, OMD, and ZenithOptimedia declined to comment.

The media manager of EBM declined to share whether or not he would enforce and ensure transparent media buying and planning practices from the agencies bidding for the account.

EBM is the manufacturer and distributor of a range of biscuits and bakery products in Pakistan, with the latter category launched by Ogilvy in early 2018. According to industry sources, it ATL media budget represents roughly 20% of the nationwide category spend.

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An earlier version of this story indicated that TMedia was a participant in the media review. A spokesperson from EBM clarified that it was not the case. The story has been corrected to reflect this new information.